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Brain candy for Happy MutantsSat, 10 Dec 2016 01:42:34 +0000en-UShourly1https://wordpress.org/?v=4.6.187954168Store wants $5 browsing fee to deter "showrooming" by online shoppershttp://boingboing.net/2013/03/26/store-wants-5-browsing-fee-to.html
http://boingboing.net/2013/03/26/store-wants-5-browsing-fee-to.html#commentsTue, 26 Mar 2013 13:23:41 +0000http://boingboing.net/?p=220942
A specialty food store in Brisbane, Australia posted this sign, demanding a $5 deposit from people who enter the shop, refundable with your purchase. They are trying to curb "showrooming" -- when customers of online businesses use brick-and-mortar competitors as showrooms to check out goods before they order them. As Consumerist points out, this is likely to be a self-defeating strategy:

If customers aren’t buying, the seller needs to figure out why and adapt accordingly. If this store’s prices are truly the best, then maybe it should be offering a price-match guarantee. If it truly offers products that aren’t available elsewhere, then how are these showrooming shoppers buying these items from someone else? Perhaps people are just curious and want to see the prices and have no intention of buying anything anywhere? Think of how many times you’ve looked at Amazon just out of curiosity. Window-shoppers are part of the retail equation; it’s up to the retailer to either ignore them or turn them from looky-loos into bona fide buyers.

I'd go further than this. It takes a lot of retail exposure to turn some browsers into buyers -- you might see something in a shop, think about it, and go back.

Further, getting people into the shop is a significant expense for most businesses. Once a person is in your business, you have lots of opportunities to try to convert that person into a buyer, in an environment that you control (see NYC Fifth Ave retailers, who run their escalators in an alternate-reverse pattern so you have to wind your way past all the high-impulse goods and displays to get to the top floor; or grocers who put the milk at the back of the shop). Adding literal barriers to entry is utterly self-sabotaging.

Finally, the idea of imposing a head-tax on everyone entering the shop is especially misguided. It means that a customer who thinks he can talk his wife/kids (or husband, friends, whatever) into accompanying him into the shop while he grabs something on the way past is doomed to not making a purchase. What's more, the retailer loses the chance to convert some of those tag-alongs into customers.

A specialty food store in Brisbane, Australia posted this sign, demanding a $5 deposit from people who enter the shop, refundable with your purchase. They are trying to curb "showrooming" -- when customers of online businesses use brick-and-mortar competitors as showrooms to check out goods before they order them. As Consumerist points out, this is likely to be a self-defeating strategy:

If customers aren’t buying, the seller needs to figure out why and adapt accordingly. If this store’s prices are truly the best, then maybe it should be offering a price-match guarantee. If it truly offers products that aren’t available elsewhere, then how are these showrooming shoppers buying these items from someone else? Perhaps people are just curious and want to see the prices and have no intention of buying anything anywhere? Think of how many times you’ve looked at Amazon just out of curiosity. Window-shoppers are part of the retail equation; it’s up to the retailer to either ignore them or turn them from looky-loos into bona fide buyers.

I'd go further than this. It takes a lot of retail exposure to turn some browsers into buyers -- you might see something in a shop, think about it, and go back.

Further, getting people into the shop is a significant expense for most businesses. Once a person is in your business, you have lots of opportunities to try to convert that person into a buyer, in an environment that you control (see NYC Fifth Ave retailers, who run their escalators in an alternate-reverse pattern so you have to wind your way past all the high-impulse goods and displays to get to the top floor; or grocers who put the milk at the back of the shop). Adding literal barriers to entry is utterly self-sabotaging.

Finally, the idea of imposing a head-tax on everyone entering the shop is especially misguided. It means that a customer who thinks he can talk his wife/kids (or husband, friends, whatever) into accompanying him into the shop while he grabs something on the way past is doomed to not making a purchase. What's more, the retailer loses the chance to convert some of those tag-alongs into customers.